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Welcome to the 11th edition of Expert•ish Freelancer, a newsletter that helps you launch or elevate your freelance business. Every other Friday, get tips tools, and insights based on my 35⁺ years as a freelance writer.

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Hi Friend!

If you’ve been a subscriber for a month or more, you know that, although Expert•ish Freelancer publishes every other Friday, I sometimes like to “sneak into your inbox” in between issues.

Most of the time, I deliver a subscriber-only bonus (like a cheat sheet, infographic, or template). But sometimes, it’s just me reaching out to you with a quick message or request. I truly want to get to know you—especially what’s on your mind when it comes to your burning freelance questions!

So, last week, I sent out my first Ask Me Anything email. I want to provide you with the content you need, which is not always the same as what I think you need. 😉 I figured this would allow you to “pick my brain” and get free consulting/coaching advice, whether it’s about a big issue or a small detail.

I posed the following question: If you could ask me anything about freelancing or freelance writing, what would you want to know?

Fortunately, you sent some great questions my way. I responded to everyone who reached out to me, but I plan to dive into these questions in greater detail in future newsletters.

Why? Because I’ve found that many freelancers share the same concerns.

That’s why your regular feedback is so important to me. It helps shape future newsletter content and bonus items I create for you. Plus, I want Expert•ish Freelancer to facilitate two-way discussions—and that 1:1 connection really makes a difference. Remember, successful freelancing involves building relationships, not just consuming information. 📰

And speaking of building relationships, that’s the focus of this issue—with the spotlight on the writer-editor relationship. (If you’re not a writer, don’t worry! Much of my advice can apply to building relationships with other clients, too.)

Today’s newsletter dives into building relationships with editors.

🔍 Key Takeaways: 

• Persistence pays off.

• Exceed expectations.

• Communicate and be accessible. 

P.S. Before you dive into this issue’s Freelance Focus, take a moment to check out the newsletter sponsor below. Sponsors help keep the newsletter free, so please support them!

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Freelance Focus: Building Relationships with Editors

In response to my first Ask Me Anything email, this gem floated into my inbox:

First, I think it’s important not to gloss over a big win here: Anna landed stories at her dream publications and received positive feedback. That’s a great first step! It’s important to recognize and celebrate these wins!

Next, I think we can all relate to the idea of wanting to build momentum with clients, whether that’s an editor at a magazine, a marketing director at a local company, or an account manager at an agency.

And landing a dream client feels like you’ve finally arrived. After all, once your foot is in the door, that’s the hardest part, right? Yes and no.

Yes, it probably took a lot of hard work to find, nurture, and land that client. But now, you’ve got to continue to prove to that client that they made the right choice. You’ve got to keep showing up and keep delivering. Every. Single. Time.

I totally get the struggle to build momentum with editors. I deal with the same issue myself with certain editors.

For instance, as a travel writer, I thought I’d find it much easier to get regular assignments in Conde Nast Traveler once I got my first byline there. I wrote an article in 2020 titled “How Walt Disney World Is Caring for Its 10,000 Animals While Parks Are Closed.”

Guess how long it took me to get my next byline in Conde Nast Traveler?

Four. Long. Years.

Did I give up? Nope. (Would you have given up? It all depends on how much you really want to land this specific client.)

One problem was that the editor who assigned me that piece left Conde Nast Traveler not long after I snagged that first byline. I never even got a chance to develop a relationship with her.

Plus, that first byline occurred early in the pandemic. Weird times in travel, in publishing, in business, in life.

Anyway, I tracked down other editors at the media outlet and sent dozens of pitches over the next four years. Finally, earlier this year, I landed a hotel review assignment highlighting my stay at Four Seasons Nevis. I kept in touch with the editor, asking a few questions and pitching a few more ideas. And just this week, I published another hotel review on my stay at Conrad Orlando.

I am now gaining momentum with this editor. Let me break down the components of this, which will answer Anna’s question more thoroughly.

How to Build Relationships With Editors

Being a freelancer means you need to be determined, focused, and consistent in your efforts, from your initial pitch to your published piece.

Case in point: Here is one of the best LinkedIn recommendations I’ve ever received from one of my editors, who assigned me multiple stories until he got laid off. ☹️ 

How did I earn such a glowing review? It all boils down to my professional approach to freelancing. Here’s what I do.

Be persistent, but not pesky. Unless an editor explicitly tells you to stop pitching (this has never happened to me in 35+ years), think like Nemo—just keep pitching, just keep pitching. 🐠 If it’s an editor I’ve never worked with before, I only include one pitch per email. I’ll follow up one week later. If it’s a “no” (or silence), I won’t pitch again until I’ve got an idea that would be a good fit. This might be days later, but it’s usually weeks later.

Do your homework. 📝 Pay attention to the types of stories the media outlet publishes, familiarizing yourself with the publication's style, tone, and audience. If you keep pitching long, first-person narratives and the outlet runs short listicles and roundups, you’re not only wasting your time, you’re probably annoying the editor. Know that some media outlets (like Conde Nast Traveler) publish writer’s guidelines (sometimes called contributor guidelines, editorial guidelines, or pitch guidelines) that even include editorial contacts. This should be your first stop every time.

Understand the assignment. Good editors will provide clear guidance on what they want from an assignment. It could be via an informal email, a contract, a standard of work (SOW), or a creative brief. If you don’t understand something about the assignment, ask before you agree to do it. Know what you’re getting into before you commit. If additional questions pop up once you begin your assignment, reach out to your editor immediately. And follow their specific process. You might be asked to hyperlink to sources (which aid in fact-checking) or provide source contact info at the end. You might need to upload your file into a Content Management System (CMS) or provide hi-res images via Dropbox. Unsure? Ask.

Exceed expectations. When you finally do land an assignment, knock it out of the park. 🌟 How? Deliver high-quality work, making sure you submit assignments that are well-researched, error-free, fact-checked, and aligned with the editor's guidance. Meet deadlines by consistently submitting assignments early (if possible) or at least on time. This lets editors know that you’ll deliver what you promised, which builds trust and boosts your reputation as a reliable freelancer.

Be proactive. Instead of waiting for an editor to ask for photos, upload them to a Google Drive and give access to the editor. (I frequently do this with my travel assignments.) Offer additional ideas or suggestions that can enhance the piece, such as a sidebar (for print) or an infographic idea to accompany your digital piece. Though the editor will make the final call on the headline, provide multiple heds/deks anyway.

Communicate effectively. Ask questions to clarify something or if you run into issues. 📢 For instance, being in Florida, I often deal with hurricanes hitting my area, which can result in power/internet outages. I’ll proactively communicate this possibility to my editors if I’ve got assignments due soon, letting them know that I might need a deadline extension in case this happens. They’ll either say, “Of course, thanks for the heads up! Take your time” or “Can you submit it early? We’re working on a tight deadline and can’t wait an extra day or two.” Also, be responsive, replying to emails and messages promptly. (Note: Unless it’s an emergency, you do not need to respond to editors after hours, even if they email you at night or on the weekend. #boundaries) But respond within one business day whenever possible.

Be accessible. Don’t submit your assignments and then ghost editors. 👻They’ll often follow up (sometimes hours, days, or weeks later) if they have a question, need some fact-checking, request edits, or even ask for help with sourcing photos. All of these things make your editors’ jobs easier, so be a dependable resource for them.

Seek feedback. After you submit an assignment, ask for constructive criticism on your work, especially when you’re new to working with each other. Be open to suggestions. Sometimes what you wrote might not necessarily be wrong, it just might not be what an editor prefers. If you do make any mistakes (we all do!), learn from them. If you keep repeating the same mistakes with the same editors, you likely won’t be working with them very long. Use this feedback to improve your writing skills.

Be kind. Show appreciation by thanking editors for opportunities—especially when they reach out to you with an assignment. Extend grace to editors if they haven’t responded promptly, knowing their inbox is absolutely overflowing at all times. 🤝 Develop a relationship rather than being transactional. A simple “How was your weekend?” when you email an assignment on Monday goes a long way in being known as a friendly, easy-to-work-with freelancer.

Realize There’s No Magic Bullet

With all that being said, know that a lot of getting an editorial assignment is out of your control—from the publication’s current editorial calendar, freelance budget, and internal SEO needs to what’s trending, what advertisers are dictating, and other behind-the-scenes factors.

So, even if you do everything right, you still might not crack that dream publication or get regular assignments.

What I’ve found helpful is to occasionally ask these editors what they’re currently looking for in pitches—sometimes they reveal an angle/theme/trend that I wouldn’t have thought of. Don’t do this every time because I think it would annoy editors. But maybe after every 6-8 rejections, ask. They might not answer—but some of them do. And when they do, follow their lead and pitch them something that aligns with their needs.

High/Low

⬆️ High: I just landed a $2/word assignment with a brand new client. #HighPayingProjectsDoExist

⬇️ Low: I am woefully behind on admin tasks—including invoicing. Yikes! #GetThatMoneyInTheDoor

Up Next

• How to identify (and prevent) the feast-or-famine cycle

• Healthy business habits for freelancers

• Making LOIs (Letters of Introduction) work for you

Thanks for allowing me into your inbox!

I look forward to sharing my freelance journey with you, and I look forward to hearing about yours. I’m just here as your guide. Take what works for you, and tweak it to your needs. Rinse. Repeat.

I’ll be back in two Fridays with another edition of Expert•ish Freelancer.

In the meantime….

Be kind. Do good. Give thanks. 😊

With gratitude,
Lisa

FYI: In yoga, the instructor often closes the session by saying “namaste” as a way of acknowledging and honoring the light, spirit, or goodness within each person in the class. 🧘‍♀️ It’s often used as a closing to convey unity (we’re all interconnected), gratitude (thank you for this shared experience), respect (I respect you and your journey), and peace (may you find peace within yourself). Essentially, it's a way to acknowledge the shared experience and to leave with a sense of peace and connection. 😊